2018-02-10T07:04:12ZDegree of satisfaction-difference (DOSD) method for measuring consumer acceptance: A signal detection measurement with higher reliability than hedonic scalinghttp://dspace.ewha.ac.kr/handle/2015.oak/239870
Title: Degree of satisfaction-difference (DOSD) method for measuring consumer acceptance: A signal detection measurement with higher reliability than hedonic scaling
Ewha Authors: 이혜성
Abstract: Predictions of consumer acceptance are often based on hedonic scores, but these are determined not only by the consumer level of product liking, but also by consumer scale usage, which in turn is affected by thinking style and experimental contexts. To improve the validity and reliability of consumer acceptance measurement, a new indirect scaling method, the &apos;Degree of Satisfaction-Difference (DOSD)&apos;, was developed using a reminder design and signal detection theory (SDT). In DOSD, a product-specified &apos;cognitive warm-up&apos; was used to evoke the consumer personal context and the internal evaluative criteria prior to product evaluation. In DOSD, each test product was presented together with a fixed-reference (identified as such) and consumers were asked to evaluate their satisfaction with the reference first with a sureness rating, and then to evaluate the test product for both absolute satisfaction and comparative satisfaction to the reference. The reliability of DOSD was tested against traditional hedonic scaling using an independent samples design of two consumer groups with equivalent cognitive reflection test profiles, each including High Reflection Thinkers (HRTs) and Low Reflection Thinkers (LRTs) in equal proportion. Each group tested two sets of skin lotions differing in product range, either using DOSD or hedonic scaling. When examining the affective discriminations of the two common products in terms of d&apos; values between product sets, the LRT subjects generated inconsistent responses with hedonic scaling, but reproducible responses with DOSD. The HRT subjects performed consistently using both scaling methods. These results validate DOSD&apos;s superior reliability in affective tests and demonstrate its potential as an alternative consumer acceptance measurement to hedonic scaling.2018-01-01T00:00:00ZContracting-out public-private partnerships in mega-scale developments: The case of New Songdo City in Koreahttp://dspace.ewha.ac.kr/handle/2015.oak/239869
Title: Contracting-out public-private partnerships in mega-scale developments: The case of New Songdo City in Korea
Ewha Authors: 김윤정
Abstract: In the past few decades, we witnessed an increase in the number of mega-scale urban development projects that are undertaken in the context of public-private partnerships. However, due to the difficulties of public-private cooperation, there has been a growing interest being paid to separating of the roles of the public and private sectors and the contracting-out of the project. In a contracting-out arrangement, urban development is led by the private sector and entails the transfer of development tasks, risks, and responsibilities to the private sector based on a set of public requirements. By empirical case study of New Songdo City in Korea which is claimed to be the world&apos;s largest private sector-led development, this paper aims to examine whether the expected benefits of public-private partnerships materialize in practice when a mega-project is undertaken by a contracting-out arrangement. The New Songdo City project demonstrates that in practice, the benefits of a public-private partnerships generally deviate from the theoretical assumptions, other than the development opportunity offered to the private sector. Moreover, the project&apos;s challenges are less evident for the public sector but more pronounced for the private sector. Given the magnitude and longevity of the project as well as the strong hierarchical relationship between the Korean government and the business sector, there are great challenges to undertaking mega-scale urban development through a contracting-out public-private partnership.2018-01-01T00:00:00ZPaired versions of various sensory discrimination forced-choice methods and the same-different area theoremhttp://dspace.ewha.ac.kr/handle/2015.oak/239867
Title: Paired versions of various sensory discrimination forced-choice methods and the same-different area theorem
Ewha Authors: 이혜성
Abstract: This paper proposes a new type of sensory discrimination methods, i.e., paired versions of various sensory discrimination forced-choice methods, which can be regarded as modified versions of the same-different method. The new type of methods possesses the advantage of the same-different test for measuring overall sensory difference, but overcomes its weaknesses of large variations of response bias and lower testing power. An important fmding is that this type of methods is closely related to the same-different area theorem and its extension. The same-different area theorem establishes an equivalence between the area under the receiver operating characteristic (ROC) curve of the same-different method and the proportion of correct responses (Pc) in the dual-pair method. This paper re-demonstrates and extends the same-different area theorem. An analytical expression of a general psychometric function for the new type of methods is derived. Performances of the new type of methods are evaluated with testing power and sample size in both difference and similarity/equivalence tests. R codes are provided for the new type of methods for P-o Thurstonian discriminal distance delta, and variance of d&apos;, where d&apos; is an estimator of delta.2018-01-01T00:00:00ZEffect of portion size on long-term acceptability as affected by consumers&apos; neophobia level: A case study on flavored green-tea drinkshttp://dspace.ewha.ac.kr/handle/2015.oak/239865
Title: Effect of portion size on long-term acceptability as affected by consumers&apos; neophobia level: A case study on flavored green-tea drinks
Ewha Authors: 김광옥
Abstract: The effect of portion size on long-term acceptability was examined in two types of novel green-tea drinks containing flavors (passion-fruit flavor or osmanthus flavor). The drinks were formulated by adding each flavor to green-tea infusion and served at 10 +/- 2 degrees C. For passion-fruit drink, two groups of participants consumed either a small (15 ml) or a large-portion (75 ml) and rated their liking using 15 cm line scale over 10 sessions. For osmanthus drink, ad libitum protocol was added besides small and large-portion protocols. Repeated exposure led to an overall increase in liking of the drinks and the patterns of increase differed according to the portion size as well as the type of flavor. For the passion-fruit drink, the mean liking scores of large-portion group were higher than those of small-portion group throughout the sessions but the patterns of increase were not greatly different. For the osmanthus drink, more consistent increase in liking was shown in large-portion group than in small-portion group. The most rapid increase was observed in ad libitum protocol. However, an issue of uncontrolled amount of intake remains to be studied. It was also found that the liking of osmanthus drink of highneophobic group showed gradual increase in large-portion protocol, whereas a significant increase didn&apos;t occur in small-portion protocol. From the result of this study, large-portion size of sample is recommended in long-term acceptability test of new food products.2018-01-01T00:00:00Z